What's the next thing for the agency that's already the next big thing in the agency world?
It's a question that 72andSunny had to ask itself after a stellar 2012 -- a year that included its launch of the impressive Samsung Mobile campaign themed "The next thing is already here," which helped put the agency atop Ad Age's A-List last year.
The answer is simple: to grow what the agency already has. The agency expanded every existing client relationship. The agency's CEO John Boiler said that 72andSunny has a "love the ones you're with" attitude. "Growth in and of itself is a challenge, and we've been able to do it because a lot of it is purely organic. It's been really useful, and we believe it's healthiest for us."
As 72andSunny reaches its 10th anniversary, it's clear the agency is showing no signs of plateauing. Revenue grew a whopping 81% in 2013, and the shop upped its headcount by 63%. Much of that growth was organic, with the shop heaping on additional assignments for clients like Samsung, including Samsung TV and Samsung Paralympics.
Back-to-school is a huge opportunity for retailers, surpassed only by the holidays, and Target wanted be the go-to destination. For the retailer's campaign, the agency marketed Target as a destination for more than just No. 2 pencils and notebooks. 72andSunny's strategy was to position Target as a place where moms can help their kids craft their personal styles.
The campaign included TV work and a social-media campaign around the KidsGotStyle hashtag, calling for photos of stylish kids. From the entries, the agency created 34 stop-motion videos for the newly launched Instagram video option. The campaign resulted in a 50% increase in traffic on Target.com, and sales for Target's key season were up 12%.
"We expect all of our creative work to serve one of three brand imperatives; drive traffic, deepen guest engagement or strengthen guests' love for our brand," said Jeffrey Jones, exec VP-chief marketing officer at Target. "The [agency] understood the power of kids as style makers and uncovered the right way to reach busy moms," which was an emotional connection with the brand that he said sets Target apart from other retailers.